Help Manual

Contents






Sigma Magic Help Version 17

Kano Analysis

Overview

Kano Analysis can be used to classify customer needs into different categories. For example, needs can be classified as Basic, Performance, and Excitement. Basic needs are those needs that the customer expects the product/service to have. If these needs are not met, then the customer is not happy. Performance needs provide the customer with more satisfaction and the higher the fulfillment of the need. Finally, excitement needs are those needs the customer is not expecting, and providing these needs provides a competitive advantage/value to the customer.

This tool can be added to your active workbook by clicking on Project and then selecting Kano Analysis.

Inputs

Click on Analysis Setup to open the menu options for this tool.

Setup

A sample screenshot of the setup menu is shown below.
Input Dialog Box
1
Rating Scale: Choose the rating scale. You can either choose a 3-point scale or a 5-point scale. This rating scale evaluates the customer's response to the presence and absence of features when you perform Kano analysis.
OptionDescription
3-PointUse a 3-point scale to rate the features. For example, the rating scale could be: I don't like, I am neutral, and I like it.
5-PointUse a 5-point scale to rate the features. For example, the rating scale could be: I dislike it, I can tolerate it, I am neutral, I expect it, and I like it.
2
Num Features: Specify the number of features you want to perform Kano analysis on. You can optionally click on the icon next to this textbox to specify more details about the features. Use a brief text to describe each feature.
3
Analysis Graphs: Specify if you want to use Continuous analysis or Discrete analysis for this study.
OptionDescription
ContinuousDetermine an overall overage rating for each feature based on how different people have answered the questions. The overall average score determines what Kano category the feature falls into.
DiscreteFor each user response, determine the Kano category, and if there are multiple users, then use the mode (or the most frequently obtained answer) as the overall Kano category.
4
Sort Results: Use this radio button to specify whether you want to sort the results so that related Kano categories are listed together. This will reorder the features that you have specified as inputs. The default is not to sort, and the user will, as originally specified, the listing of features.
5
View Example: Click on this button to open the example file. You can view the example to get an idea of how to fill out this tool, or you can use the example as a starting point and modify it to meet your project needs.
6
Help Button: Click on this button to open the help file for this topic.
7
Cancel Button: Click on this button to cancel all changes and exit this dialog box.
8
OK Button: Click on this button to save all changes and compute analysis results.

Features

A sample screenshot of the features menu is shown below.
Input Dialog Box 2
1a
Feature 1: Describe the first feature that you are rating using the Kano analysis. For example, the feature might be "Auto rain-sensing windshield wipers."
1b
Feature 2: Describe the second feature that you are rating using the Kano analysis.
1c
Feature n: Repeat the above for all the features you have specified in your Analysis Setup.

Rating Scale

A sample screenshot of the rating scale is shown below.
Input Dialog Box 2
1
3-Point Scale: The default 3-point rating scale is shown in the dialog box. Feel free to edit these responses. These responses will appear in the dropdown box on the worksheet.
2
5-Point Scale: The default 5-point rating scale is shown in the dialog box. Feel free to edit these responses. These responses will appear in the dropdown box on the worksheet.

Charts

You will see the following dialog box if you click the Charts button. Charts
1
Title: The system will automatically pick a title for your chart. However, if you want to override that with your title, you can specify a title for your chart here. Note that this input is optional.
2
Sub Title: The system will automatically pick a subtitle for your chart. However, if you want to override that with your subtitle, specify a subtitle for your chart here. Note that this input is optional.
3
X Label: The system will automatically pick a label for the x-axis. However, if you would like to override that with your label for the x-axis, you can specify a different label here. Note that this input is optional.
4
Y Label: The system will automatically pick a label for the y-axis. However, if you would like to override that with your label for the y-axis, you can specify a different label here. Note that this input is optional.
5
X Axis: The system will automatically pick a scale for the x-axis. However, if you would like to override that with your values for the x-axis, you can specify them here. The format for this input is to specify the minimum, increment, and maximum values separated by a semi-colon. For example, if you specify 10;20, the minimum x-axis scale is set at 10, and the maximum x-axis scale is set at 20. If you specify 10;2;20, then, in addition to minimum and maximum values, the x-axis increment is set at 2. Note that this input is currently disabled, and you cannot change this setting.
6
Y Axis: The system will automatically pick a scale for the y-axis. However, if you would like to override that with your values for the y-axis, you can specify them here. The format for this input is to specify the minimum, increment, and maximum values separated by a semi-colon. For example, if you specify 10;20, the minimum y-axis scale is set at 10, and the maximum y-axis is set at 20. If you specify 10;2;20, then, in addition to minimum and maximum values, the y-axis increment is set at 2. Note that this input is currently disabled, and you cannot change this setting.
7
Horizontal Lines: You can specify the values here if you want to add a few extra horizontal reference lines on top of your chart. The format for this input is numeric values separated by semi-colons. For example, if you specify 12;15, then two horizontal lines are plotted at Y = 12 and Y = 15, respectively. Note that this input is currently disabled, and you cannot change this setting.
8
Vertical Lines: You can specify the values here if you want to add a few extra vertical reference lines on top of your chart. The format for this input is numeric values separated by semi-colon. For example, if you specify 2;5, two vertical lines are plotted at X = 2 and X = 5, respectively. Note that this input is currently disabled, and you will not be able to change this setting.

Worksheet

Administer the Kano survey to your target audience and enter their responses on the worksheet. The features listed in the worksheet are the same as the ones defined in your dropdown box. Enter the following information on the worksheet:
  • List all the different features that the particular product or service has. These features/needs can be identified based on customer comments, interviews, focus group sessions, benchmark studies, ideas from stakeholders, etc.
  • Ask the customers two questions for each feature/need. If this need/feature is present, how would they feel? If this need/feature is absent, how would they feel? They can answer these two questions on a 3-point- or 5-point scale.
Kano Example

Verify

If you click the Verify button, the software will perform some checks on the data you entered. A sample screenshot of the dialog box is shown in the figure below. Verify The software checks if you have correctly specified the input options and entered the required data on the worksheet. The results of the analysis checks are listed on the right. If the checks are passed, they are shown as green-colored checkmarks. If the verification checks fail, they are shown as a red-colored cross. If the verification checks result in a warning, they are shown in the orange exclamation mark, and finally, any checks that are required to be performed by the user are shown as blue info icons.
1
Item: The left-hand side shows the major tabs and the items checked within each section
2
Status: The right-hand side shows the status of the checks.
3
Overall Status: The overall status of all the checks for the given analysis is shown here. The overall status check shows a green thumps-up sign if everything is okay and a red thumps-down sign if any checks have not passed. Note that you cannot proceed with generating analysis results for some analyses if the overall status is not okay.

Outputs

Click on Compute Outputs to update the output calculations. A sample screenshot of the worksheet is shown below. Kano Example The following message is displayed after the successful completion of the analysis. Kano Example The analysis classifies the needs into Basic, Performance, Excitement, indifferent, and Reversed needs. You can use this analysis to determine which needs to be included in your product/service, which needs to be avoided, and which needs to be optimized (have as much as possible).

Notes

Here are a few pointers regarding this analysis:
  • You can first classify the needs independent of the cost and later decide whether to introduce the features or the degree to which you want to provide the feature based on cost. Cost-benefit analysis for the features is out of the scope of this exercise.
  • If you interview customers, you will only get ideas about performance features. To get basic features, you must brainstorm within your team, benchmark competitors, and review customer complaint records. To get exciting features, you have to think out of the box!


© Rapid Sigma Solutions LLP. All rights reserved.